THE RESEARCH REPORT FORMAT

Masters of Advertising

1- REPORT Part 1
SUBMISSION 20th November 2020
REVIEW - 31st October 2020

Chapter 1
Introduction
Problem statement
Hypothesis
Research objective/s
Research question/s
Significance of research
Limitations of research

Chapter 2
Literature review
It will/may comprise of analysis research articles, published reports, published data, information
from books, study of Ads/design/documentaries and/or any other relevant published and
reviewed visual and written data.

Chapter 3
Research methodology and methods
It will include description and reasoning for chosen methodology, methods used, description and
details of sample size.

Chapter 4
Analysis
Data Collection - It will include analysis of all the data collected.

1- REPORT Part 2

SUBMISSION Mid January 2021 (dates will be announced later)

REVIEW - First week of Jan 2021

Chapter 5
Advertising Strategy

Analysis
4/7P’s of Marketing Mix
SWOT Analysis
PESTEL Analysis
Brand Key (if possible, not necessary)
Brand Funnel
Brand Pyramid Value
Campaign Strategy
Campaign Goals
Campaign Phases
AIDA
IMC Grid (Integrated Marketing Communication)
c. Phase I (Pre-Launch)-Awareness/Interest
d. Phase II (Launch)-Engagement/Desire-Call to Action
e. Phase III (Post Launch)- Loyalty & Advocacy
(As per requirement)
Media Selection & Strategy
Media Plan
Budget

Chapter 6
Creative Strategy
Objective
Message
Big Idea
Target audience
Call to action
Mood
Colour pallet
Stylisation of Imagery
Language

Building the Brand (Where applicable)

Brand Story & personality
Vision
Insights (target audience, visual look) Summary

CSR (if possible, not necessary)

Creatives (If required)

References

Appendix